Heads up LinkedIn users – the social media network is changing the way its algorithm works to reward content that provides unique value and insights.

Part of that shift involves the promotion of older posts via a new ‘suggested posts’ feature that could help some accounts broaden the reach of their old, but still highly valuable (to their audience) work.

Tim Jurka, Senior Director of Engineering, LinkedIn via Entrepreneur

“Right now, content lives and dies on the newsfeed very quickly. We’re trying to collect the sum total of professional knowledge on our platform, and make sure it surfaces whenever you need it.

 

“We really try to match content to them when a certain insight would be super valuable to them in that moment.”

When there are algorithm changes, there are usually grumbles that reach is being throttled. And while some accounts may see declining reach, LinkedIn views this as part of its game as it wants posts to be seen by people who really value them, rather than a mass of disinterested parties.

Jason Feifer, With This LinkedIn Algorithm Change, Your Best Posts Could Reach New Readers for Months, Entrepreneur

“(LinkedIn’s) goal is to ‘connect the world’s professionals to economic opportunity,’ but in their eyes, that doesn’t usually mean reaching the largest number of other professionals.”

As the Jurka quote suggests, LinkedIn is working hard to make sure users see content that will be valuable to them at all times. One way of doing that is with suggested posts that recognise what a user is interested in, and then showing them relevant content – regardless of its age.

The potential impact on businesses and thought leaders

If the change becomes widespread, it will certainly encourage marketers to create more content that is of high value to the reader. Articles with strong professional insight will be marked as ‘unique’, and could resurface to interested users weeks, months or years after publishing.

That should improve reach, and could lead to your old content generating leads for years down the line. Just remember to go back and update it should anything change – because it still needs to be valuable to the reader!

LinkedIn’s recommended best practices for creating high-performing content

As a result of these new algorithm changes, LinkedIn said the best way to boost content performance is to forget about reports that claim X day is the best to post or that LinkedIn prefers Y type of content.

Dan Roth, Editor in Chief, LinkedIn, via Entrepreneur

“If you can just share knowledge into the world, I guarantee you things are going to work out. They won’t always work out for every single post, but over the length of your posting, it is going to work out for you.”

Other things marketers can do is focus on their niche, especially as LinkedIn has confirmed mass reach isn’t its goal, and focus on the quality of their content.

Other options available for boosting content performance

If organic reach isn’t floating your boat, there are always other ways you can boost content performance. In fact, LinkedIn is rolling out a few new tools to help marketers do just that.

• Custom button for Premium members with a CTA above their profile and posts. Right now, the CTA is limited to a few phrases, such as ‘visit my website’, but phrases like ‘subscribe to my newsletter’ is coming soon.
• A verified badge helps users verify that they’re the real deal. Verified accounts get a badge on their profile, which can help build trust with their audience.
• Thought leader ads can help companies with a company page boost someone else’s post, such as one praising them or a product.
• Newsletters are a great way to get your articles landing directly in the inbox of a loyal reader – who might convert into a customer.
• Creator mode helps marketers use tools like audio events and access better post analytics, but soon these tools will be open to everyone.